DB implements latest SAP technology

Oxygen has implemented a customer web shop for DB Breweries (DB), becoming the first of its kind in Asia Pacific to use SAP’s latest web channel experience management (WCEM) software.

The SAP solution provider says the partnership involves rolling out a number of new SAP solutions aimed at improving business efficiency.

The web shop, which services DB’s trade customers, went live on time and on budget in December 2012.

DB’s Knowledge Management Team Leader, Mike Rawson, says the brewer recently upgraded its core SAP system and is now commencing a programme of CRM work to further strengthen key customer service functions.

“As a result of the web shop going live we now have SAP CRM installed and we are ready to use it to address a number of key sales and marketing processes," he says.

“Customers will be able to order from us through the web shop at any time of the day or night – not just during business hours.

"All our DB beer products as well as associated merchandise – such as glasses, coasters and other branded items – will be available for ordering online at a time that suits the customer.”

Over the coming months DB plans to deploy SAP CRM functionality further to provide field representatives with a user friendly mobile sales application, improve contact centre operations and more easily manage trade promotions.

“We selected Oxygen for this programme of work because they displayed the deepest understanding of what we wanted to achieve and had customer experience relevant to our industry to back it up," Rawson says.

“We are an SAP-oriented vendor and we opted for the best technology available," he says.

"Although the product was untested in the local market, we undertook a proof of concept at the start of the project to ensure we mitigated any potential issues.

“The go-live of the web shop has gone very smoothly and the transaction load is continuing to increase.

"It has been a successful first step in the implementation of our comprehensive CRM roadmap and the feedback we are getting from customers and users is very positive.”

The design of the web shop and video introducing the service to customers was completed by Federation Media.

Oxygen CEO, Stuart Dickinson, says the implementation was an important one for both Oxygen and SAP who worked together closely to prepare the software for implementation at DB.

“The solution provides a rich web experience for users and makes e-commerce easier to manage for both the vendor and the customer," he says.

"It will be the solution SAP customers turn to if they want a straightforward means of deploying a B2B e-commerce capability that can be easily integrated with their existing financial and customer management functions.”